The first images in Graphics Interchange Format (GIF) started making its rounds in the Internet back in 1987. It was the first of its kind, having a smooth transition from image to image—frame by frame—almost like a seconds-long video. Since the 90s up to the present day, it has been a popular meme that has seen its share of genres: humor, sarcasm, sorrow, and the like.
While not as old as GIFs, modern infographics steadily became the popular information disseminator starting in the year 2000. Its colorful design and lively images make it a more attention-grabbing medium than a text-heavy page, which people are more likely to ignore.
Now, what do we get if these two mediums merge? GIF + Infographic = Gifographic.
An infographic’s educative nature combined with a GIF’s video-esque properties makes sure that netizens are informed while not wasting their time. In addition, the message is spread effectively and efficiently. It’s a win-win situation, and everybody wants that.
The evolutionary trait of our eyes, responding more to things in motion, has undermined the once strong power of an infographic. Thus, making infographics more “alive” with motion is the best way to save the medium.
But what good does it do to you and your company? Here are the four benefits of using a gifographic as a marketing tactic.
1. Saves Time and Energy
Infographics started as a way to inform and educate without boring walls of text. They replace words with images that are primarily focused on the main points. However, even that has been losing its luster, probably because despite the colors and attempts at engagement, people still have to read them. Remember that the human eye is still more sensitive to moving things than the stationary ones.
Gifographics give a fresh breath on that principle by way of motion. Like how cinematographers use movement to direct a viewer’s eyes from one spot to another, good GIFs guide a viewer to what they should see next. Movement from GIFs can shift a viewer’s gaze from one spot in your graphic to the next. This, along with the innate trait of moving pictures to draw attention, allows the seamless transition of key points, which made the viewer look at your gifographic in the first place.
The least you could do is make it worth their while, right?
2. Makes Learning More Fun
This one lies in conjunction with the point above. Now that a viewer allotted their time to the gifographic, their main takeaway will ultimately be the information you put in there. So make that experience a fun, learning one.
Let’s not cover how the colors or the design of the whole thing should look—it’s the same as an infographic anyway. Rather, let’s see how we can present that information in an entertaining way, like a good PowerPoint design.
Take this as an example. The gifographic specifies and demonstrates how to moonwalk. It has a step-by-step process on what to do; plus, it has moving images that show how it should be done from step one onward. Allowing that much creative freedom into a gifographic gives a viewer everything they need to see from the get-go.
Another example is this. The downward movement of content (the square with a C in the middle) highlights the steps it has to go through, guiding the eyes through the text it goes past. It gives an idea of what the processes are when trying to figure out, and improving, your Google ranking.
Of course, this aren’t the only ways. Gifographics can also include long texts accompanied by GIFs, but you should apply this only if necessary. This already poses the risk of being skipped over, so it’s best to avoid it as much as possible. To prevent viewers from focusing on the text, incorporate them into the GIF. The downside to this, however, is that the main message of the whole graphic will only be available when the GIFs end.
The main point here is that your message should be short, quick, and direct. Make the viewer understand your info with as few words as possible. Do this as quickly as possible, too. If you can get a few laughs or nodding applauses along the way, then that’s a good bonus.
3. Accessibility on Mobile Devices
Another benefit of gifographics —and similarly, infographics—is that they are in portrait orientation. Since they follow the format of smartphones and tablets, it’s easier to view them even without a laptop on hand. An Internet connection will do. To continue reading a graphic, all you have to do is swipe downward. This mobile feature has a lot of impact into how your posts will be shared on social media.
That is a key takeaway here: gifographics are more shareable and generate more traffic than any other type of image in social media. Take advantage of this. While it may take more effort to create one as compared to an infographic, the rewards will make everything worth it.
4. More Memorable Branding
The more shares your gifographic receives, the more you can make an impact on people. Your audience will remember you, your post, and your brand. This is the bottom line: putting your brand at the top of the minds of repeat and potential customers.
Project your business’s identity through your post. If using your company colors will compromise the overall look of your graphic, then make sure that the first thing a viewer will think of after seeing it is your company’s name or service.
Associating your brand with a gifographic is not the goal. It should be the other way around: let the gifographic be associated with your brand. It may be hard to do, but once you pull it off, you’re leagues away from your competitors.
In today’s ever-changing world, innovation has become a bigger challenge than ever. The modern infographic was a product of innovation and technology, yet it has seen a decline in use and relevance. Gifographics may face the same fate. However, as Steve Jobs said, “Innovation distinguishes between a leader and a follower.”
It’s up to you if you want to lead or follow. In the end, how do you want to be remembered?
Dannenberg, Daniel. “The Author Rank Building Machine [INFOGRAPHIC].” Vertical Measures. November 14, 2013. www.verticalmeasures.com/content-marketing-2/the-author-rank-building-machine
McCoy, Julia. “What Are Gifographics & 10 Ways to Use Them in Your Visual Content.” Express Writers. January 28, 2016. www.expresswriters.com/what-are-gifographics-10-reasons-they-are-next-level-in-visual-content
Mimaroglu, Alp. “Go Beyond Infographics: Here’s How to Make a Bigger Impact with ‘Gifographics’.” Content Marketing Institute. June 12, 2015. www.contentmarketinginstitute.com/2015/06/gifographics-better-infographics
O’Neal, Jacob. “How to Moonwalk.” Animagraffs. n.d. www.animagraffs.com/moonwalk
Patel, Neil. “What Type of Images Should You Use Within Your Blog Posts?” Quick Sprout. August 13, 2014. www.quicksprout.com/2014/08/13/what-type-of-images-should-you-use-within-your-blog-posts
Woo, Ben. “‘Innovation Distinguishes Between A Leader And A Follower’.” Forbes. February 14, 2013. www.forbes.com/sites/bwoo/2013/02/14/innovation-distinguishes-between-a-leader-and-a-follower/#6a0c73c14fbe